THE BENEFITS OF
A SOCIAL CEO FORTUNE 500 CEOs
70
%
WHO STILL DO NOT HAVE A SOCIAL PRESENCE
*
WHILE MANY STUDIES HAVE MADE THE CASE FOR WHY CEOS NEED TO GET SOCIAL, THE C-SUITE HAS REMAINED SLOW TO ENGAGE VIA SOCIAL MEDIA.
RESEARCH INDICATES 2 KEY BENEFITS FOR SOCIAL CEOS AND THEIR BRANDS WHEN IT COMES TO REPUTATION:
01
BROADER MEDIA COVERAGE WITH GREATER RANGE OF BRAND-BUILDING TOPICS, SUCH AS: - CORPORATE SOCIAL RESPONSIBILITY - COMPANY CULTURE
02
CLEARER ANALYST UNDERSTANDING OF A COMPANY'S STATED INTENTIONS
- LEADERSHIP
FOR BRANDS WITH SOCIAL CEOS, THE MEDIA IS LIKELIER TO DISCUSS THE COMPANY'S CREATIVE APPROACH
5.1x
APPROACH TO STRATEGY
APPROACH TO INNOVATION
COMMITMENT TO AN IDEAL / CAUSE
4.6x
4.1x
1.5x
ANALYST COVERAGE OF COMPANIES WITH SOCIAL CEOs 600%
MORE FREQUENT CITATIONS OF THE COMPANY'S INTENTIONS
500% 400%
6.8x
300% 200% 100%
MORE FREQUENT CITATIONS OF DISCUSSIONS WITH AND ABOUT THE COMPANY AND ITS LEADERS
300% 200% 100%
ANALYSTS WERE SIGNIFICANTLY MORE LIKELY TO DIRECTLY CITE STATED COMPANY INTENTIONS TO BENEFIT, SELL, DISTRIBUTE OR MAKE CERTAIN OFFERS. THESE CITATIONS OF INTENT WERE ALMOST NON-EXISTENT IN ANALYST COVERAGE OF THE NON SOCIAL CEO PEER GROUP.
3.4x
REPORTS FOR BRANDS
WITH A SOCIAL CEO:
VS.
92%
REPORTS FOR BRANDS
WITH A NON-SOCIAL CEO:
18%
% OF SAMPLED ANALYST REPORTS
CLARITY
ACCESSIBILITY
APPROACHABILITY
CEO SOCIAL ENGAGEMENT
TRANSPARENCY
SO HERE’S THE BIG PICTURE: RICHER MEDIA COVERAGE CLEARER ANALYST COVERAGE
TRUST
IN THE BRAND BRAND
RELEVANCE
ACTION PURCHASE INVESTMENT ADVOCACY
ANALYSIS BASED UPON LANGUAGE FREQUENCIES AND CONTEXT FROM TWELVE MONTHS OF MEDIA AND ANALYST COVERAGE OF PUBLIC COMPANIES LED BY "SOCIAL" AND "NON-SOCIAL" CEOS, AS DETERMINED BY MWW. "SOCIAL" AND "NON-SOCIAL" CEO GROUPS WERE COMPARABLE IN TERMS OF INDUSTRIES AND COMPANY SIZE. FACTORS CONSIDERED FOR CONSIDERING A CEO AS "SOCIAL" WERE: FREQUENCY OF ENGAGEMENT, STRENGTH OF TWO WAY ENGAGEMENT, STRENGTH OF MULTI-PLATFORM APPROACH, TOPICS DISCUSSED VIA SOCIAL, AND LEVEL OF TRANSPARENCY. * ADDITIONAL DATA WAS DERIVED FROM CEO.COM'S "2012 CEO.COM SOCIAL CEO REPORT: REALLY THOUGH, HOW SOCIAL ARE CEOS?"